THE MEHRABIAN EQUATION

By Ari Sonesh, CEO - I recently had the pleasure of attending my nephew Tom's Bar Mitzvah. Tom's mother, my sister Eva Sonesh Kedar, holds a Ph.D. in industrial/organizational psychology. Knowing my background with video call center technology, Eva asked for my input on a paper she is writing. She is currently working with a variety of CEO groups, some of which are geographically dispersed. Because of this, it is difficult to meet frequently in person, and so meetings are often conducted via a conference call. Eva made a point that these teleconference meetings could greatly benefit from the addition of video. This application is, of course, of particular interest to me because of CosmoCom's leadership role in the rapidly expanding arena of Video Call Center Technology. You can visit Eva's website at www.evakedar.com.

Our ensuing conversations on the topic led to a further discussion about "The Mehrabian Rule." Albert Mehrabian, currently Professor Emeritus of Psychology, UCLA, has become widely known through his book, Silent Messages, and for his publications on the relative importance of verbal and nonverbal messages. His findings on inconsistent messages about feelings and attitudes have been quoted throughout human communication seminars worldwide, and his findings in Silent Messages have also come to be known as the 7%-38%-55% Rule. Mehrabian's research in 1971 reached the conclusion that there are three elements to human communication:

• Verbal, i.e. words, account for 7% of communication

• Vocal, i.e. tone of voice, accounts for 38% of communication

• Visual/non-verbal, i.e. body language, accounts for 55%of communication

It is important to point out that Mehrabian conducted experiments dealing with the communication of feelings and attitudes, and that the disproportionate influence of tone of voice and body language becomes effective only when the situation is ambiguous. When the words are inconsistent with the vocal tone and/or the body language, the receiver of the message will give higher weight to vocal tone, and even higher weight to visual clues, than to the words.

Unfortunately, some have misinterpreted the Mehrabian Rule to mean that in any communication, 55% of the message is transmitted visually. That is simply not correct. Mehrabian's research actually dealt with feelings such as likes and dislikes, and the research was conducted under very specific conditions. A better way to express the Mehrabian equation might be:

Total Liking = 7% Verbal Liking + 38% Vocal Liking + 55% Facial Liking

Now, the question remains, "how does this relate to Video in the Call Center?" To my knowledge, science doesn't provide a clear answer to this question, and further research is needed.

My daughter Shirley Sonesh, following in the footsteps of her Aunt Eva, has just begun her Ph.D. studies in Organizational Behavior at Tulane University's Freeman Business School (www.freeman.tulane.edu). Hoping to gain a fresh perspective, I suggested to Shirley that perhaps she might want to make this topic an area of her research, investigating how video influences the workplace in general, how video influences communications with customers, and how video influences the productivity of call center employees. Time will tell if there is a genetic link to interest in this topic; we will have to wait and see if my daughter finds this subject as fascinating as her aunt and I do. I've also suggested to Shirley that she become an occasional contributor to this newsletter, sharing with our readers what she is learning that is relevant to our business. Shirley, we are looking forward to your opinions, your research, and your evolving and growing wisdom.

More on this and other thought provoking topics will surely follow in the coming months!

VISITBRITAIN PROMOTES BRITISH TOURISM USING A GLOBAL CALL CENTER

VisitBritain, the national tourism agency that promotes Britain internationally in 36 countries, has developed a global virtual contact center using CosmoCall Universe (CCU). The global system has thirteen points of presence that consolidate the contact center technology infrastructure of its regional operations.

"The VisitBritain application is a great example of Consolidation 2.0," said Ronald Rubens, CosmoCom's Regional VP of EMEA. "One platform supports a widely distributed global call center consisting of many individual sites. With our technology, this is feasible, simple, and cost effective," continued Rubens. "Our global virtual architecture supports any number of sites and any mix of large and small sizes."

VisitBritain is responsible for promoting tourism in Britain worldwide and operates in 36 markets outside the UK. In addition to providing printed material and website content, VisitBritain operates contact centers in its overseas offices which handle calls from tourists interested and planning to visit Britain. VisitBritain contact center agents must be knowledgeable about UK destinations, English, and the cultures of the potential visitors.

To learn more about this interesting application read the press release or case study

INTELLECA LAUNCHES SOUTH AFRICA'S FIRST CCOD SERVICE
WITH THREE ENTERPRISE CUSTOMERS

CosmoCom Partner Intelleca has introduced the first hosted Contact Center On-Demand (CCOD) service in South Africa, and has deployed its first two fully hosted customers. Its first customer, Telemed, is one of the country's largest Health Insurance Administrators. Intelleca is now serving two Telemed sites, in Germiston and in Pretoria, from its hosting facility in Centurion. Intelleca's second customer, a Global publications company, began live operations as of the beginning of August, and a third customer, a multi-billion dollar industrial brand management company, is close behind.

Intelleca began its business relationship with CosmoCom some time ago as a Value Added Reseller (VAR) of CosmoCall Universe but has now become a Hosted Service Provider as well. Read more to learn why Intelleca chose to become a contact center hosting provider and the reasons they chose CosmoCom technology as the platform.

COSMOCOM SIGNS BRAZIL'S LEADING HOSTED CONTACT CENTER PROVIDER

Direct Talk chooses CosmoCom's CosmoCall Universe to Transform Customer Interaction in Brazil

CosmoCom has been steadily increasing its footprint in the Brazilian market. As further proof to that, on July 31 CosmoCom announced an agreement with Direct Talk, Brazil's leading contact center solutions provider using the hosted service or "Software as a Service" (SaaS) model, to enable them to deliver hosted customer interaction solutions throughout the Brazilian market.

Under the agreement, Direct Talk will acquire and operate a CosmoCall Universe platform in its region and deliver on-demand contact center solutions based on a combination of its own technology and CosmoCom's CosmoCall Universe, the industry leading IP-based contact center platform.

Find out more about the agreement and what it means for the growing Brazilian market
 

 GET THE CONTACTBABEL US CONTACT CENTER REPORT
SPONSORED BY COSMOCOM

CosmoCom is proud to be a sponsor of  the 2007 "US Contact Center Operational Review." The report is a study of over 200 contact center operations carried out by ContactBabel in association with the American Teleservices Association (ATA).

Figures in the IP and Call Handling section of the survey point to the use of IP within the contact center as being very much a happening thing, not just a future possibility. Moving contact center operations to an open IP environment should be seen as a strategic enabler, rather than just an obvious cost-cutting exercise. It is very difficult to put a number on the really important benefits, which are the business functionality improvements, but over time these will be far more important than short-term costs savings associated with IP.

Download your copy of the IP and Call Handling Chapter

JOIN COSMOCOM AND TMC FOR UPCOMING
CALL CENTER CONSOLIDATION 2.0 WEB CASTS

In September and October we hope you will join CosmoCom and TMC for a pair of must-see, interactive web casts on the revolutionary topic of Call Center Consolidation 2.0. Consolidation 2.0 means consolidating the many diverse contact center needs of the enterprise on a single platform that integrates quickly and easily with other VoIP network components and with the overall Information Technology environment.

The first web cast called "Call Center Consolidation 2.0: What the Next Wave in Customer Care Means For You" takes place on Tuesday, September 25.  CosmoCom VP of Product Management, Steve Kaish will show you how to apply the strategy of Call Center Consolidation 2.0 within your organization - whether you maintain multiple sites, employ at-home agents, deploy agents offshore or collaborate with outsourcers and outline the bottom-line business benefits of Call Center Consolidation 2.0, including reduced total cost of ownership and greater customer satisfaction.

One month later, on Thursday, October 25, CosmoCom EVP Steve Kowarsky will present "Call Center Consolidation 2.0 In Practice: How enterprises are implementing and benefiting from Consolidation 2.0" and take you deeper into the topic with examples of Global 2000 companies that have successfully implemented Consolidation 2.0 and discuss how the built their solutions, what problems they solved and the benefits they realized.

Use the links below to register:

• Call Center Consolidation 2.0 (Sept 25)
• Call Center Consolidation 2.0 In Practice (Oct 25)

We hope you will join us.

COSMOCOM, NEC TO PRESENT CONSOLIDATION 2.0
AT CONAREC EVENT IN SAO PAULO

CosmoCom will deliver its message about the power of Consolidation 2.0 with a major presence at the CONAREC 2007 event alongside regional partner NEC of Brazil, and through speaking engagements during the event, which takes place September 4 - 5, 2007 at the Hotel Transamérica in São Paulo, Brazil.

CONAREC is the major enterprise CRM event in Brazil, and the perfect venue for CosmoCom and NEC to exhibit CosmoCom's flagship CosmoCall Universe contact center platform. In addition, CosmoCom President for the Americas, Ben Eisner, will be a panelist in a round table discussion about using technology to enhance the customer relationship.

"CosmoCom is pleased to be working with our partner NEC of Brazil to communicate the dramatic benefits of Consolidation 2.0 in the enterprise," said Ben Eisner, CosmoCom President of Americas. "I'll also be speaking about the many ways that CosmoCall Universe technology supports and enhances the customer experience in every phase of the relationship."

DON'T MISS COSMOCOM AT UPCOMING FALL EVENTS

It is hard to believe that Summer is nearing an end (at least in the Northern Hemisphere). September seemed so far off when we were gathered at CosmoCommunity 2007 only a few short months ago. CosmoCom had a great turnout at our VoiceCon booth in San Francisco last week and as this issue of the CosmoChronicle goes to press we are wrapping up at the RightNow Summit in Colorado.

Starting off September, as mentioned in the article above, NEC and CosmoCom will be sponsors of the CONAREC show in Sao Paolo, Brazil. If you are attending the show, be sure to visit us and don't miss CosmoCom's Ben Eisner's speaking engagement about using technology to enhance the customer experience.

During the second full week of September, from the 10th to the 12th, if you are in California look for CosmoCom at booth 220 at ACCE in San Diego and in booth CC 331 at Call Center 2.0 in Los Angeles. At both shows you'll be able to see our technology and talk to our people to answer your questions about virtual contact center, unified customer communications and of course consolidation 2.0.

In addition, at Call Center 2.0 make sure you see CosmoCom's Brian Davidow participate in two panel discussions:

• "Transition Your Contact Center to IP"  CC-02 - Mon, 9/10, 10:00-10:45am - ROOM#: 511 C
• "Video in the Call Center"  CC-07 - Tue, 9/11, 8:00-8:45am - ROOM#: 511 C

In EMEA, CosmoCom partner Intertec Systems will showcase the latest customer focused solutions in contact centers based on CosmoCom technology at GITEX Technology Week from September 8 - 12 at the Dubai International Convention Centre.

The following month, you can find us in booth 928 at the Unified Communications Conference at  Fall VON in Boston (Oct. 30 - Nov. 1). Please feel free to be our VIP guest and get a discount off the full conference or a Free Exhibit Hall pass when you pre-register online at www.unifiedcommunicationscon.com/register or call +1 631 961 1100 using the priority code "COSMOCOMVIP" by October 27. Print out this handy CosmoCom VIP Guest pass to help you register.

Finally, we are probably going to be at the ATA show in Scottsdale, Arizona at the end of September. Keep an eye on the events page of the CosmoCom site for the latest information and updates.

We hope to see you at the shows.
 

 BITS & PIECES: SOME VOIP FACTOIDS

Many reasons to consider changing from a traditional to an IP contact center
According to a recent research-based report by ContactBabel, respondents indicated many reasons for considering the move to IP contact center. Among the observation in the IP call center, section of the report,  ContactBabel observes that, ...smaller contact centers have previously had more to say about IP's potential, but it is the larger operations which now express the most short-to-medium term interest. No respondents from large contact centers say that they have no plans to implement IP," and "The effects that pure IP implementation has actually had (rather than the perceptions of what it could do) revolve around inter-site cost reduction, and also the flexibility to add and change agents quickly, enabling homeworking and the virtual contact center model."  You can download a complimentary copy of the relevant chapter.

Carrier capex hits $225 billion
Worldwide, carrier capital expenses are expected to reach about $225 billion in 2007, according to Infonetics Research. It also could be the third year in a row that capex has been up in every region of the world. But, $225 billion represents just a 4 percent increase from 2006, when capex was $216 billion, a 13 percent increase from 2005. Furthermore, Infonetics expects capex increases to flatten out by 2009, and for capex to possibly decline by 2010. Capex runs in cycles, and the current one has a lot to do with carriers upgrading their wireline and wireless broadband networks. The weak U.S. dollar may even be a factor.

WHO'S TALKING? RECENT INK

10 Advantages of SaaS for the Call Center
On August 12, eCommerce Time featured a story called "10 Advantages of SaaS for the Call Center" that starts out, "Adoption of the Software as a Service (SaaS) model is rapidly increasing across the enterprise, but particularly in the call center as companies are discovering the advantages today's hosted solutions offer over premise-based systems." As article author Patrick Barnard lays out the 10 advantages he draws on insights and quotes from a number of industry experts including CosmoCom EVP, Steve Kowarsky.

The New Standard for Contact Centers
"Creating virtual contact centers enables managers to retain complete operational visibility and control of activity across the globe via easy-to-use, Web-based administrative and reporting tools. It also allows seamless global call routing so that callers can reach the most appropriately skilled agent wherever in the world that agent may be." That's how an August 29 featured story in CIO Today begins. The story by Steve Kowarsky called "The New Standard for Contact Centers" looks at the benefits that  virtual contact centers and consolidation provide to enterprises.

NEW MEMBERS OF THE COSMOCOM FAMILY

CosmoCom Americas

Rachel Andrews has joined CosmoCom as an Administrative Assistant at HQ. She has been working in the position as a temporary employee since late last  year. Prior to CosmoCom she was a writer at the law form of Binder and Binder. She holds a MA in Psychology from University of Illinois.

John DeBrocke has joined the growing CosmoCom Americas sales organization as Regional Sales Director. John has more than 25 years of call center and technology sales experience and has held successful sales management positions at such companies as Oracle, Syntellect, Intelemedia, Convergent, Gregg Communications and more. John holds a B.Sc. in Industrial Engineering/Marketing from DePaul University with honors.

Michal Tepper-Zur is one of the latest additions to the HQ Quality Assurance team. Before joining CosmoCom as a QA Engineer, Michal was a Testing and Integration Team Leader at Comverse in the SMS division. Prior to that he held positions at Shiron Satellite Communications and Teledata Networks. He holds a B.Sc. degree in computer engineering from Coventry University.

CosmoCom Japan

Sachiko Yoshida has officially become the new Office Manager in Japan. She has been in the position as a temporary employee since March. Before CosmoCom, she held similar office positions for Nippon Polypenco, Mizuhi Trust and Banking, Shane Corp.

HQ HAPPENINGS

CosmoCom HQ Picnic in the Sun

Sunday August 5th was a perfect sunny day as the CosmoCom HQ employees and their families enjoyed the annual Company Picnic.

We returned again this year to beautiful Southaven Park on Long Island, where we partied to the classic rock music of the Electric Dudes band while devouring a terrific barbeque feast with all the trimmings.

A giant inflatable water slide and kiddie pools cooled everyone down (as did the water gun fight!), and the little ones kept busy jumping on the Moon Bouncer. The "big kids" played a rousing soccer game, with the MVP prize going to the fast feet of Meir Kisos! A magician entertained with jokes, tricks and sleight of hand.

Finally, the CosmoCompetition for best dessert was a close contest this year with some outstanding entries. Thanks to all who made their yummy and original specialties. The O'Keefe family submitted a beautiful multi-layered confection, and runner-up Kevin Simms' middle eastern specialty was awesome! The grand prize went to winner Orit Nahon (Yuval's wife) for her spectacular Carrot Cake...Orit shares her "secret recipe" here.

A great day was enjoyed by all!

TRADESHOW NEWS: COMING ATTRACTIONS

	CONAREC 2007 September 4-5, 2007  Hotel Transamérica Sao Paolo, Brazil www.conarec.com.br Visit sponsors NEC and CosmoCom
	Call Center 2.0 September 10-12, 2007 Los Angeles Convention Center Los Angeles, CA, USA www.tmcnet.com/voip/conference/call-center/ See CosmoCom in Booth CC 331
	ACCE September 10-12, 2007 San Diego Convention Center San Diego, CA www.ACCEicmi.com See CosmoCom in Booth 220
	Unified Communications Conference at Fall VON October 30 - November 1, 2007 Boston Convention Center Boston, MA, USA www.unifiedcommunicationscon.com See CosmoCom in Booth 928
	RECORDED WEBINARS
	View recordings of our Webinar events including "Consolidation 2.0", "Hosted Contact Center for Outsourcers", "Contact Center On-Demand" and "Telecom Customer Care"

	SUBSCRIPTION INFORMATION
	Please pass this issue of CosmoChronicle on to others who might be interested. If you are not already receiving the monthly CosmoChronicle you can sign up now. This and past issue are also available in the CosmoChronicle Archives.

	TECH SUPPORT UPDATES
	CosmoCom has replaced SupportNet with a new improved support site, for customers and partners, called CosmoCom Online Technical Support. You can find the latest documentation, Hot Fix bundles, Microsoft updates that have passed QA for CosmoCall Universe deployment, discussion groups and more. In addition, you can now access your support tickets online. If you have not yet obtained your secure login information, please contact your CosmoCom representative or send support an email.

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